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This research investigates the requirement for proactive service delivery for heavy industrial equipment and generalizes the results into a reference model for the development of service agreements in the field. The observer-participant method was used to develop and test the model with manufacturers of gas turbines, jet engines, and locomotives. The reference model organizes the requirements for information, processes, and service offerings and provides multiple views for different types of users. The reference model can also prescribe the contents of the service agreement based on goals dictated by the service provider and the customer; thus providing for mass-customization of the service agreement.